Book: Principles of Marketing (Lumen)
- Page ID
- 16146
Designed to teach students the foundational principles of marketing in the digital age, this course uses current case studies and engaging, real-world scenarios to help students recognize and analyze marketing in business as well as in everyday life. Unlike some marketing texts that treat digital marketing as an add-on, these course materials incorporate the use of data, digital communications and digital marketing strategies throughout the course, reflecting modern marketing in practice.
Front Matter
- 1: What Is Marketing?
- 2: Marketing Function
- 3: Segmentation and Targeting
- 4: Marketing Strategy
- 5: Ethics and Social Responsibility
- 6: Marketing Information and Research
- 7: Consumer Behavior
- 8: Positioning
- 9: Branding
- 10: Product Marketing
- 11: Pricing Strategies
- 12: Place- Distribution Channels
- 13: Promotion- Integrated Marketing Communication (IMC)
- 14: Marketing Globally
- 15: Marketing Plan
Back Matter